本文關(guān)鍵詞： 商業(yè)銀行 零售銀行業(yè)務(wù) 招商銀行 服務(wù)策略　出處：《內(nèi)蒙古大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著社會(huì)經(jīng)濟(jì)的發(fā)展,現(xiàn)代服務(wù)業(yè)的地位越來(lái)越重要。 金融服務(wù)業(yè)是現(xiàn)代服務(wù)業(yè)的重要組成部分。在現(xiàn)代社會(huì)服務(wù)體系和社會(huì)經(jīng)濟(jì)體系中,金融服務(wù)業(yè)的服務(wù)理念、業(yè)務(wù)內(nèi)容、管理水平和發(fā)展規(guī)模等,是衡量一個(gè)地區(qū)、甚至一個(gè)國(guó)家社會(huì)經(jīng)濟(jì)發(fā)展總體水平的重要指標(biāo)。因此,作為第三產(chǎn)業(yè)中至關(guān)重要的金融服務(wù)業(yè)應(yīng)當(dāng)引起各級(jí)政府部門的高度重視。 現(xiàn)代銀行業(yè)的發(fā)展和信息技術(shù)的應(yīng)用,導(dǎo)致了規(guī)模經(jīng)濟(jì)與銀行業(yè)務(wù)的多元化、分銷渠道和服務(wù)手段的多元化、高端客戶市場(chǎng)的崛起和市場(chǎng)競(jìng)爭(zhēng)格局多元化。在這種前提下,銀行零售業(yè)務(wù)服務(wù)的理念已從銀行金融產(chǎn)品和服務(wù)的提供者轉(zhuǎn)變成為目標(biāo)客戶群提供金融咨詢與服務(wù)。銀行在提供多重貨幣、多重資產(chǎn)的產(chǎn)品達(dá)到高投資回報(bào)的同時(shí),還希望個(gè)人及家族財(cái)富能得到有效管理,享受精細(xì)的個(gè)性化服務(wù)。 在當(dāng)前國(guó)內(nèi)人民幣業(yè)務(wù)面臨全面開(kāi)放的形勢(shì)下,在外資銀行、國(guó)內(nèi)銀行在零售銀行業(yè)務(wù)市場(chǎng)上的競(jìng)爭(zhēng)日漸激烈的形勢(shì)下,招商銀行零售銀行業(yè)務(wù)感覺(jué)到競(jìng)爭(zhēng)的壓力和拓寬零售銀行業(yè)務(wù)的緊迫性。基于此,本文從各個(gè)不同角度分析了招商銀行零售銀行業(yè)務(wù)所面臨的機(jī)遇和挑戰(zhàn),真正樹(shù)立以市場(chǎng)為主導(dǎo),以客戶為中心,以效益為目標(biāo)的經(jīng)營(yíng)理念,使未來(lái)招商銀行乃至我國(guó)現(xiàn)代商業(yè)銀行在激烈的全球市場(chǎng)競(jìng)爭(zhēng)中能夠立于不敗之地。
[Abstract]:With the development of social economy, the status of modern service industry is becoming more and more important. The financial service industry is an important part of the modern service industry. In the modern social service system and the social economic system, the service concept, business content, management level and development scale of the financial service industry. It is an important index to measure the overall level of social and economic development in a region or even a country. Therefore, as a vital part of the tertiary industry, the financial service industry should be highly valued by government departments at all levels. The development of modern banking and the application of information technology lead to the diversification of scale economy and banking business, distribution channels and service means. The rise of high-end customer market and diversification of market competition. The concept of retail banking services has shifted from being a provider of bank financial products and services to providing financial advice and services to a target customer base. Banks are providing multiple currencies. Multi-asset products achieve high return on investment, but also hope that personal and family wealth can be effectively managed and enjoy sophisticated personalized services. At present, the domestic RMB business is facing the overall opening situation, in the foreign banks, domestic banks in the retail banking business market competition is becoming increasingly fierce. China Merchants Bank retail banking business feel the pressure of competition and expand the urgency of retail banking business. Based on this, this paper analyzes the opportunities and challenges that China Merchants Bank retail banking business faces from different angles. In order to make the future China Merchants Bank and our modern commercial banks in the fierce global market competition can be invincible, we should set up the management idea of taking the market as the leading force, taking the customer as the center, and taking the benefit as the goal.
【學(xué)位授予單位】：內(nèi)蒙古大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.2

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